Creative agency McCann Melbourne has collaborated with local artists to ignite the senses at the Melbourne International Film Festival (MIFF).
Inspired by the festival’s mission, the ‘Unwritten Reviews’ seek to bring to life the emotive response of each film through an unforgettable sensory experience – at times evoking the same response as the films.
This year, six unwritten reviews have been created by six diverse Melbourne artists, including a professional chef, a music producer, a master brewer, a contemporary Indigenous artist, a cocktail mixologist and a tattoo artist.
Each artist was invited to attend a private screening of a film from the MIFF’s 2018 program. They were then tasked with crafting a bespoke review in their respective mediums inspired by their viewing experience.
Patrick Baron, chief creative officer at McCann Melbourne, said: “For the first time in the festival’s history, MIFF is giving Melbournians a unique way to ‘taste’ the films before they see them, whether it’s consuming them, listening to them or feeling it tattooed on their body.”
Andrew Woodhead, creative director at McCann Melbourne, said: “Instead of reading a review, visual, visceral, edible and tactile pieces will communicate the experience without a single word, connecting a broader audience with foreign language and arthouse films.”
Shelley King, marketing and communications manager for MIFF, said: “The Unwritten Reviews campaign is designed to challenge the stereotypical film review and make our biggest program yet more accessible to new audiences.
“These unique reviews expand how cinema can inspire, spark conversation and translate into other creative mediums. Audiences are encouraged to enjoy the video content and reviews throughout the festival.”
The reviews can be experienced online or experienced first-hand at locations around Melbourne in the lead-up to and during the festival.
Client: Melbourne International Film Festival
Creative agency: McCann Melbourne
Chief creative officer: Patrick Baron
Executive creative director: Nicole Mandile
Group account director: Charlie McDevitt
Account director: Emma Van Den Berg
Senior account manager: Meg Andrews
Account executive: Leighton Howindt
Creative director: Andrew Woodhead
Art director: Max Kennedy
Copywriters: Tom Medalia and Aaron Bethune
Designer: Edward Stroud
Producer: Melina Flood
Senior editor: Oliver Knocker
Production company: Airbag
Director: Will Horne
Producer: Nick Venn
Head Of production: Martin Box
Managing partner: Adrian Bosich